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By far, the most disliked forms of digital advertising is video pre-roll, but for Google it is not "intrusive". While testing user experience to decide what's hated the most, Google overlooked adverts attached to videos. Notably, Google's estimated annual revenue from YouTube is $4.4bn.

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Details

Is there a plan?

In 2017, about 85% of both Google and Alphabet's revenue came from advertising. Hence, using its control and position, Google simply wants to block just enough ads to discourage people from installing an adblocker that will eventually block them from all the adverts.

And, to block those 'disruptive' ads, Google puts together a Coalition for Better Ads which appears more of a co-opt.

Companies forming the CBA

The Coalition for Better Ads or CBA is a group of online media and advertising companies including Google, Microsoft, Facebook, Unilever, Proctor & Gamble, and a collection of publishers including Thomson Reuters, The Washington Post and News Corp amongst some others.

You be the judge!

A coalition or a co-opt?

Google has undue influence over the CBA when it comes to deciding which adverts to block.

The CBA, including companies like Google, Facebook amongst others, appears selective in its approach with pre-roll adds being not blocked for Youtube or only Facebook retaining auto-play video ads formats.

The Chrome's new ad-blocker is available for both desktop and mobile browsers. On the desktop, Chrome updates itself automatically, so you only need to restart your browser. For mobile browser, you will have to update the app.